B2B Pipeline Audit Playbook

Pull the numbers first

By channel: MQL → SQL → SAO → Closed-Won conversion, cycle time, and CAC. Look for conversion rates 3x off the median.

Interview the SDRs

Two questions: which leads convert and which waste your time.

Fix in this order

1. Stop the worst-converting channel
2. Rewrite the cold email that's bombing the SAO step
3. Add a discovery-call scorecard
4. Reallocate spend to top two channels

Expected impact

Median result across 40 audits: 30–50% lift in SQL → SAO within 60 days without adding spend.